A 2012 Marketing Plan for Travel Agents: A Marketing Audit | Travel Research Online


A 2012 Marketing Plan for Travel Agents: A Marketing Audit

Each day, Monday through Friday, TRO publishes at least one new marketing article specifically designed for travel agents. Now, we are going to take the next three weeks to organize the materials of the past year into a 2012 Marketing Plan for travel consultants. Follow along, day by day, read the materials, do the assignments and at the end of the three weeks, you will have a marketing plan. It’s as simple as that – and it is every bit that difficult. Building a workable marketing plan takes discipline. Set aside some time each day to work on your plan. 2012 will, I promise, be a better year for your effort.

Note that this series is for travel professionals, not “agencies”. Each agent in an agency needs their own marketing plan. Regardless of whether you are an employee, an independent travel agent or the owner of a mega agency, you need a personal marketing plan to enhance your net worth as an agent.

We will begin by defining your broad business parameters. We will look at the successes and failures of 2011 and we will set objectives for 2012 by doing an audit of your current marketing plan. We will clarify your mission statement and we will set goals and objectives for the upcoming year. We will then set forth a strategy and we will devise tactics for achieving your objectives.

We will encourage you to place your marketing plan in writing. Why? Because if you put your 2012 Marketing Plan in writing you memorialize it in a way that makes it more real. Dedicating a plan to writing ensures that you can articulate your plan. More importantly, it holds you accountable. You can check your progress in a real way and you can revise it as needed. When your plan is in writing…it’s a real plan. If it’s not in writing, it’s somewhere between good intentions and wishful thinking.

Let’s begin with an audit of your current marketing plan. Answer the questions in our Preliminary Marketing Plan Audit. For each “No” answer, highlight the question with a marker. For each “Yes” answer, gather together the materials that support your answer. For example, question #1 asks if you have a written mission statement. If your answer is “No”, then highlight the question for later action. If your answer is “Yes”, write down your mission statement.

Consider this exercise an “audit” – a way of evaluating where you are now. We will cover each of the items addressed by the questions later in the series.

Now, download the Preliminary Marketing Plan Audit and start the process of planning for growth in 2012.

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  19 thoughts on “A 2012 Marketing Plan for Travel Agents: A Marketing Audit

  1. This is great! I was just thinking about working on a plan for next year. Thanks for this!

  2. Siobhan says:

    how timely! I’m in the process of revamping my business model. I know this will be very helpful!

  3. Thanks for this. My son whom I visited this weekend, is one of my business mentors. We were talking about marketing etc. This is just what I need.Anna Sue

  4. Lisa Hulbert says:

    This is great! Thank you for all the wonderful information you provide! Much appreciated

  5. Thank you. This is so timely. I had planned on doing my 2012 plan next week.

  6. Ann Lyman says:

    Due to several personal setbacks this year (starting with an accident in January which rendered me unable to use my computer – or even write – for several months) I sorta gave up and have absolutely nothing in the way of bookings for next year. Now is the time to get going – 100% – to make sure to pay attention and not sit back and feel sorry for myself. This will do it for me – and I’m ready to go. Thanks so much for this great opportunity to get back on track!!!

  7. Thank you for this. I was just doing some training with our other agents and was beginning to go over this information. Your timing is excellent!

  8. Zuberi Yara says:

    I’m in. This is great as I’m planning lots of positive changes for 2012.

  9. Audrey Hyman says:

    What a great way to start the year. Last year I felt as if I were drowning..this is like my lifeboat. Thank you so much

  10. I am very thankful that there is someone out there in cyberland willing to give assistance with evaluating a marketing plan. We know what is not working, but then what, where do we start to correct the plan? This is the appropriate time to start—I really need help as a homebased agent.

  11. Jonas Suzyo Kunda says:

    This is a perfect thing. looking forward to working with you in the future. I hope also you would include the Sustainable tourism (ecotourism) establishments

  12. Steph Lee says:

    Brilliant work Richard, thanks! Can’t wait to share with our agents.

  13. MJ Williams says:

    Thank you. This is really needed for my business. “MJ”

  14. Patti Kirkpatrick says:

    Just what I need – thanks!
    Only one problem – every time that I click on the link to start the audit, it kicks me out of IE completely!

    Is it my system or are other people having the same problem?

  15. Richard Earls says:

    Many thanks to everyone! I hope you enjoy the series.

    Patti: Not sure what the problem is. The audit should open in a new Window. Maybe try another browser and make sure Pop Ups are not disabled?



  16. Loreene Orgoralini says:

    What great timing. I was just going to start on a marketing plan for 2012! Thanks for the help..

  17. Excellent idea. It will be of great help for 2012.
    Thank you 🙂

  18. Very helpful in building a lifetime travel business.

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